Alex Jones hosts 'The One Show' which has been giving viewers tips on how to get through lockdown. (Ray Burmiston/BBC)

The One Show has received almost 300 complaints after a hairdresser told viewers shop-bought dye was just the same as going to a salon.

Stylist Michael Douglas – who is in a relationship with TV presenter Davina McCall – appeared on the BBC show to give advice on how to care for their hair while they are unable to visit a professional hairdresser during government lockdown, as a result of the coronavirus pandemic.

The BBC confirmed it has received 287 complaints about Douglas’ comments, which did not mention the dangers of using chemicals on the skin and the importance of carrying out a patch test for allergic reactions first.

“Our hairdresser did suggest people should seek advice from their hairdressers and we believe viewers would be aware of the need to carefully check the instructions for any product they buy.”

Celebrity hairdresser Douglas told host Alex Jones: "If you want to cover grey hair and you want to do your roots, it's really easy. The stuff you buy in the supermarkets is the exact same stuff that gets used in the salons... It works exactly the same."

He added: "If you're a bit unsure, go semi-permanent to start with because it's no commitment. It'll wash out. Like I said, there's loads of advice out there and the products work just as well."

There was also some concern his comments could be detrimental to the hairdressing industry, which like many businesses have taken a financial hit by being forced to close during lockdown.